The Personification of Profit

Forging a unified sense of shared identity with your audience primes them to buy. Next, intentionally infuse your offers with aspects of their desired identity.

Savvy marketers have tied products and services to personal identity for at least a century. And that’s because it works.

Way back in 1965, Mick Jagger satirized identity marketing with the line, “He can’t be a man because he doesn’t smoke the same cigarettes as me” in (I Can't Get No) Satisfaction. And odds are, those cigarettes were Marlboro.

Identity r…